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The two competing options for future of St James' Park and what they mean financially
NEWCASTLE UNITED’S chief operating officer has revealed that a move to a new stadium would be expected to more than double the club’s matchday revenues.
However, with a consultation and feasibility study process still ongoing, Brad Miller also confirmed that staying at a revamped St James’ Park remains a viable option that would have its own advantages if it was determined to be the right way to go.
Miller was part of a Newcastle United panel that also included CEO Darren Eales, sporting director Paul Mitchell and commercial director Pete Silverstone that met around 3,000 supporters at the ‘We Are United’ event at the STACK fan zone outside St James’ Park last night.
The future of St James’ Park was one of the key topics discussed, with Miller stating that two competing options remain on the table. The first is to redevelop at St James, retaining the iconic stadium in its city-centre location and increasing the current capacity, which stands at just over 52,000. The second is to relocate to a new brand-new stadium, which Miller insisted would remain in a reasonably central location, with the potential to significantly increase capacity levels and the ability to generate matchday income.
“The first choice is, if we stayed at St James', we have the 52,000 seats already,” said Miller. “It comes with significantly more money if we transform it and it will look amazing. That’s option one.
“Option two is if we were to move away, and not too far away as we aren’t going to stretch the elastic band to the point of breaking. The second option, we are looking at it seriously as it does have the potential to earn more than twice as much in terms of revenue, compared to a transformation of St James’ Park. And more seats, a lot more seats potentially.”
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Newcastle’s ownership group, led by the Saudi Arabian PIF, is expected to make its final choice in the new year, with Miller insisting the club will attempt to be as transparent as possible as it moves through the final stage of the decision-making process.
“We have taken the opportunity to look at what will a new stadium look like,” he said. “It's not comparing apples with apples, they are not like for like. It's comparing apples with pears.
“The brilliant thing about St James' is it is an iconic location, the atmosphere and the competitive edge it gives the team on the pitch - and it has 52,000 seats already.
“A new stadium doesn't have that, and we'd have to pay for all those seats again. But a new stadium has the potential to earn a lot more, both on match days, and non-match days.
“It is a once in a lifetime opportunity. So, everything we are doing, do we invest and transform St James’ as we see it today on site where we are? Or do we take that bold move and think about moving?
“We want to make sure it is a very robust process. So, regardless of the outcome, I want to stand up in front of everybody through the process and say, 'This is why it is a logical decision'.”
